Video
content creation is a pretty simple concept to grasp. Video marketing
is making video content intending to benefit your business. It is
specially created to circulate among the masses to gain popularity
and recognition.
Video
marketing can be done anywhere and at any time. You can put videos
out on social media platforms, websites, and even forward it via
email. The purpose of it is the creation of visual, informative
content that is easy to absorb.
Anybody
can make a video, but it takes a bit of strategy to market it. Video
marketing is all about coming up with effective strategies to put out
video content that can help increase a business’s reach and
revenue.
How
do you go about it?
If
you do not have a plan, do not get started. Video content needs to
have a purpose and that purpose needs to be specific otherwise, the
content will be all over the place and the audience will not
understand the message.
For
video marketing to be successful, a brand needs to know its USP and
its positioning very clearly. What is unique about your brand? What
value do you add to the lives of consumers? Why should they follow
your content?
Along
with this, the brand needs to make a case on how this video fits the
mold of the value you have created for your brand in the eyes of the
customers. With a specific goal in mind, video content creation
becomes easy.
Understand
your target audience. Where they come from and what will impact them
is the knowledge that you should be very well versed with. Creating
buyer personas will be useful in understanding this and formulating a
plan accordingly.
Assessing
the competition and how they are doing can help you refine your
processes and plans. If there exist any gaps in your efforts, that
can be resolved. If you’re going about something from a
less-beneficial angle, that can be changed.
Keeping
an eye on the competition helps a brand, compare, and analyze. If
something works for the competition well, it might work the same for
you. If they are making a mistake, you can avoid such mishaps. You
can figure out how they are driving traffic effectively.
Find
new ways to benefit your consumers and conduct a regular audit for
your content. Sometimes, you could convert pre-existing content that
is in a different form but has already been put out and make a video
out of it. The audience might appreciate this form more.
Some
approaches to marketing video content
The
most common videos that brands indulge in the making are the products
and services that they offer. These can fall under the bucket of
straightforward advertising. You’re putting words out there about
what benefits of investing in your services can bring people.
Businesses
usually start with brand videos. These are introductory and their
purpose is to tell the world why this company exists and to lure
potential clients. This can be done in several creative ways to
ensure you leave a lasting impact on your audience.
People
want to see videos that are useful to them. Nobody likes to feel like
their time was wasted, even if what they are essentially doing is
wasting time. So ‘how-to’ videos are something that they will
find useful. These videos explain concepts or processes in a creative
and snackable way.
Vertical
videos are the future. This is simply because a lot of people prefer
doing and watching things on their smartphones as opposed to using
any other device. So, go the social media platform way and put out
content in the form of vertical stories and clips.
Live
streaming has also become a big thing. This can be linked to social
media as well because it has gained a lot of traction there with
celebrities indulging in this form of content creation. Live
streaming has the bonus of making people feel like they are
personally involved in something and it barely costs anything!
Shopping
in-video has also become popular. Marketers can leverage this because
while users are being engaged and involved, they can be persuaded to
check out products in real-time. And with
just a click, they will be redirected to the website. The likelihood
of conversion is high in such instances because users have
organically landed there.
Some
obvious, but essential practices!
Your
content needs to be interesting. No compromise can be made in that
sector. If the content is repetitive and adds no value to viewers,
they will not watch it. They probably won’t come back for more
either.
Videos
are a medium where the maximum amount of creativity can be displayed
and ideas can be brought to life. Utilize that potential and give
your audience great content which will compel them to come back for
more.
Beating
around the bush is just unacceptable. It is important to get to the
main agenda within the ten-second mark, otherwise, users will be left
confused and it might just tick some people off. The average
attention span is low to begin with, better to get to the point as
soon as possible.
Optimization
of content needs to be done for video as well. Host your video on
your domain before putting it out anywhere else. Then proceed to put
it on YouTube and wherever else you wish. Ensure that you have a
great thumbnail and description for your video.
Apart
from just creating and posting your video, make some noise about it
in other forms as well. Send your subscribers and clients emails or
newsletters announcing your excitement for something new that you
have created.
Social
media is a powerful tool in getting your word out there. Have
accounts across multiple channels and ensure you are active on them.
Engage with the community via comments and direct messaging and let
them know that you have fresh content.
You
can include additional titbits that will pique their interest. You
can also have the contents of the ‘behind the scenes’, Q&As,
cast interviews, events surrounding the campaign, etc. to involve
your audience even more and to create interaction.
There’s
also no harm in asking for a little bit of help. Your audience will
be more than happy to share your content and do some marketing for
you, provided you have quality content.
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